Question: Suppose you are conducting a large, 2,000-respondent study for a bank. Among other elements, the study includes: a. A 28-item image rating for three commercial

Suppose you are conducting a large, 2,000-respondent study for a bank. Among other elements, the study includes:
a. A 28-item image rating for three commercial banks, two savings and loans banks, and an "ideal" financial institution
b. A 75-item lifestyle question set
c. A 30-item set of questions to determine whether the respondents are opinion leaders, sources of product information, and so on
d. A 40-item set of questions on the importance of bank services
e. A set of questions on usage of 35 bank services. Specifically, how would factor analysis be employed in this study?

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A routine approach for items b through e is to run a factor analysis on them It would be appropriate ... View full answer

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